AJF shifts to top gear with Holden

By AdNews | 30 November 2007

MELBOURNE: AJF Partnership has proven it’s a force to be reckoned with after landing the $30 million Holden retail advertising account.

The automotive account has been in limbo since cummins&partners resigned the business in May this year. Agency founder Sean Cummins said he didn’t want to work on the business any longer because he didn’t believe creative was important to the client and because hanging onto the business was keeping him locked out of the lucrative automotive category.

Holden engaged pitch consultant Pat Williams to find a new agency for the account, and it is has been reported that Ted Horton’s Big Red agency, BWM and McCann Erickson pitched against AJF Partnership for the account in July.

AJF did not return calls today (3 December).

Holden has a reputation for being particularly tight-lipped about its advertising arrangements and demands of confidentiality.

AJF Partnership is an independently owned agency, which grew by close to 70% in the 2006 calendar year.

It was established by Adam Francis, Andrew Foote and Andrew Fabbro in mid-2005. Clients include National Foods, Boag’s St George, Blockbuster and last month the agency added the Landmark account to its stable of clients.

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